What’s up with the sober-curious trend? And how does it impact business, the economy, and life?

In this episode of King Moves, Ethan and Justin unpack the rising tide of sober curiosity and what it says about our evolving relationship with alcohol, identity, and connection.

From wine country tours to mocktail menus and Heineken Zero at the braai, this conversation spans cultures, continents, and consciousness.

It’s not about demonizing alcohol or glorifying abstinence—it’s about asking better questions.

What are you really reaching for when you pour that drink? Courage, connection, calm?

And what if the version of you you’re chasing was already there, waiting to be unlocked?

What you will learn in this episode:

How to examine your drinking habits without shame or judgment
How to unlock authentic confidence without liquid courage
How to handle the social cost of not drinking
How to create meaningful connections without a buzz
How to choose whether to drink for effect or to connect

Questions answered:

What’s driving the sober curious movement?
How is declining alcohol consumption reshaping industries?
Why are Gen Z drinking less—and what are they doing instead?
Can choosing not to drink actually hurt your social life?
How do you find your “sweet spot” for confidence and clarity?

Join in a conversation that spans habits, health, and human connection.

We’re not here to preach—we’re here to explore.

Whether you're a casual sipper, sober curious, or somewhere in between, this episode invites you to take a closer look at what’s really behind your choices.

Listen now on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts. Then share your take and let us know where you stand.

Zoe York

The AI-powered Podcast Player